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SynopsisAt the Ipsos Ethnography Center of Excellence APAC, we immerse ourselves in the environment around our participants and observe their behavior. With analysis we reveal insights that provide user-centered perspectives early in the product innovation cycle. We have been in operation since 2012, and are now looking to expand our team with talented designers. In this lunch seminar, Jo will share her fieldwork stories to illustrate how design ethnography can create a better consumer experience by marrying design and anthropological perspectives.